The Times of India is getting aggressive in Kerala, the new
state where the English newspaper is going all out to conquer.
Having launched multiple editions in the state, it has come
up with an ad campaign that celebrates the competitive spirit
of the modern Malayalee.
ad campaign, created by JWT, captures 'A Day in the Life of
Kerala'. The latest film will largely be broadcast online,
in cinema halls and on all the local news channels. It is
targeted at every Malayalee who can read English and is a
potential reader of The Times of India in Kerala.
"The film is a satire that celebrates the competitive
spirit of the modern Malayalee, in the typical Times of India
point of view. 'A Day in the Life of Kerala' is an authentic
news commentary on the state of Kerala today, where competition
breeds chaos between communism and capitalism," said
JWT NCD Senthil Kumar who is also the writer and creative
director of this campaign.
Times of India plans to come out with more campaigns that
would stress on the traits of the state.
newspaper giant has rolled out only one ad film that captures
'A Day in the Life of Kerala'. Going forward there could be
others that bring alive a completely different perspective
on the state," said Kumar.
client's brief was to take the high decibel 'God's Own Delivery
Boys' launch campaign forward with a film that brings to life
the state of Kerala today and celebrates the competitive spirit
of the modern Malayalee.
TVC begins with a political stand-off between left party and
right party on two boats that crash into each other and soon
the river is blocked from bank to bank, creating a bottleneck
in the backwaters.
breeds chaos but triggers a bridge between the two sides,
as some locals use the stranded chain of boats like a bridge
over the backwaters to give the message "It happens only
to Kumar, the response has been phenomenal so far with the
anthemic local folk musical track by the legendary 'Kalabhavan
Mani' receiving a standing ovation in several cinema halls
and online forums.
are hoping that the popularity of this campaign ensures local
brand equity for The Times of India and amplifies its readership
across the state. While the campaign has already made the
local headlines, we would be happy if The Times of India becomes
the largest read English daily in Kerala soon," Kumar
launch campaign was largely directed towards recruiting new
readers in Kerala. It was spread across outdoor, print and
live events that highlighted the concept of 'God's Own Delivery
boys' across 10 different cities where the Times Kerala edition
is printed. As part of the launch, hundreds of elephant delivery
boys and warriors of the ancient Kalaripayattu form were engaged
and a floating tea shop which is a popular apsect of Kerala
culture was invented as well.
effort was supported by a radio campaign and a music video
by Malayalam Rock Band 'Avial' along with several local musicians,
bands and dancers who performed in the week long Times Kerala